Following up on Elliot’s blog post, How Important Is Mobile Giving?, and the subsequent TechSoup discussion, I’m posting an analysis conducted by Sarah Grosvenor, the Assistant Director of Annual Giving at Willamette University, on the potential for mobile fundraising at the University. Sarah granted me permission to share her findings with the world. The information below was current as of December 15, 2008.
In September 2007 M:Metrics, a mobile advertising analysis firm, observed, "[W]hile the volume of SMS ads is lowest in the United States, with only 17.2 percent of Americans receiving them, it also shows the strongest response rate, at 12 percent."
The Mobile Giving Foundation advocates for text solicitations: "Charitable giving in the US amounts to almost $300 billion a year, with 76% of that coming from individuals. Given the almost total saturation of the US population by wireless devices (250 million subscribers), and the exponential rise of text messaging (used by 68% of 18-24 year-olds, 37% of 35-44 year-olds and 14% of those over 65), it is easy to see how development of a "Mobile Giving Channel" could vastly increase the pool of charitable donors."